The Social Media
Spine:

Building the backbone to your
online presence




                  Stacy Lukasavitz
            ...
What is Web 2.0?
What is Web 2.0?

Web 1.0 was about reading, Web 2.0 is about writing
Web 1.0 was about companies, Web 2.0 is about commun...
What social media is not:
Advertising.
Just tools.
The be-all, end-all of
your marketing needs.
A breeding ground for child molesters.
a fad.
Something just for nerds that has no
  impact on the rest of the world.
So, what IS social
     media?
blah              quot;. . . shift in how people discover, read,
   quot;. . . the use of technology                     a...
YES.
“It’s people having
conversations online.”
These conversations run on:




                              . . . and more!
Shared Characteristics of Social Media:

•   delivered in a human voice, instead of a corporate or
    “messaged” one

•  ...
57%
                           of
                     internet
                       users
                     are now
...
78%
read blogs
(up from 66% in 2007)




        Source: Universal McCann Power to the People Social Media Tracker Wave.3,...
>133,000,000
        blogs
                                        indexed since 2002

                                   ...
>70,000,000
 videos on YouTube




(as of March 2008)
        Source: Universal McCann Power to the People Social Media Tr...
Video is the
quickest growing
platform.

2006: 31%
2008: 83%
22%
                                                     55%
         social network users
         have installed a widge...
Why you should
    care:
Social media practices are now
permeating the entire business
world, much like how the
internet did in the late ‘90s.
Social networking
   sites are officially
   more popular than
          porn.

Reuters, “Porn passed over as web users bec...
“In 2008, if you’re not on a
social networking site, you’re
not on the Internet.”



Source: IAB Platform Status Report: U...
Your audience is online
and they’re talking about
    you/your brand/
 company/organization.
Ignoring them is the worst
    thing you can do.
78%
 trust recommendations
 by others


                                      vs.

                                       ...
Without an online
presence, you can only
react, not respond
appropriately.
This can get a little
     overwhelming.

Let’s simplify things a bit.
Communication   Collaboration




Multimedia      Entertainment
Differs from Traditional Media?

                         …depends on interactions
                         between people...
From a business perspective…
    Traditional Media               Social Media

       Customer                       Colla...
The Bare Bones:


What you need to know
          &
where you need to go
Googleability
   (noun) the ease with which
   information about a person can be
   found on an Internet search
   engine,...
“If you’re not on the first
page of Google, you
don’t exist.”
                    - New Media adage
Go to the following URL and make your Google profile:

         http://google.com/s2/profiles/me
Commonly used social media tools:




Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http...
Why MySpace is not taken seriously.
You’ll really be considered a “professional,”
                  won’t you?
Microblogging?

• brief updates, 140
 characters or less
 (“tweets”)

• published online,
 publicly or privately

• submit...
Not ...

      What are you doing?


                 ... but ...

              What has your attention?
Why would anybody do this?
•   increase social, professional
    networks

•   find jobs, employees

•   customer service

...
Personal,
                  conversational




Headlines, news
Customer Service
True story




I know this guy in
real life -- through
Twitter.
First major news story displaying
       impact of Twitter:




          April 25, 2008
The Power of the ReTweet:

             • communicates ideas,
              news quickly to mass
              amounts of ...
tweetup
n. A real world meeting
between two or more people who
know each other through the
online Twitter service.
etymolo...
Tweet to your public timeline
reply using @
use “d” to directly/privately
    message somebody
Many tools to make it easier
              TweetDeck



 Twhirl
LOTS-o-services to use:




               . . .these are just a few.
(Don’t worry, I gave you
    a cheat sheet.)
The 5 Stages of                                                          Acceptance
1. Denial
“I think Twitter sounds stup...
Brief History:

     •   founded in 2004 by Mark Zuckerberg, was
         then just for Harvard students

     •   quickly...
•   > 175 million active users (world’s largest social
    networking site)

•   More than half of Facebook users are outs...
A few features:

      •   connect with family, friends, coworkers

      •   join networks of geography, workplaces, scho...
Big Brands
Small Businesses
Chambers of Commerce
Please note:
• Personal profiles are for people, not
  businesses or brands.
• Facebook is not MySpace.
• Once you have a p...
Sample Event
Go to live Facebook demo?
•   world’s largest professional network (>37 million)

•   business-oriented social networking site

•   build credibilit...
Go to live LinkedIn demo?
“Facebook reconnects
you to your past,

LinkedIn connects you
to your present,

Twitter connects you
to your future.”
    ...
blog (contraction of weblog)
   1. (noun) a website, usually maintained by an
   individual or business with regular entri...
Why blog?
•   showcase your knowledge on a particular
    subject

•   build credibility in your field

•   build relations...
•   most common blog is personal, diary-form

•   blogs for marketing/branding/PR purposes
    in a company are corporate ...
Professional/Niche Blog
Personal Blog
RSS
       Really Simple Syndication
                  or
         Rich Site Summary
•   a format for delivering regularly...
Before you start blogging:
 •   Set up a Google Reader account and subscribe to a handful
     of feeds

 •   Read often a...
You’re probably wondering . . .




      This is a very ballpark range. Everything
          depends on strategy and effo...
But . . . just to give you an idea.

      Chart courtesy of Beth Kanter http://beth.typepad.com
Time commitment for social media marketing


 Direct correlation between time
 spent per week and marketers’*
 experience ...
The benefits of social media marketing




*Keep in mind this is for social media marketing, not just run-of-the-mill socia...
Apply the W’s
WHO are you trying to reach?

WHAT are they saying already? (listen)

WHERE are they online & WHERE should y...
Getting Started
create your public Google    create a blog only if and
profile                       when you’re ready
set ...
Things to Remember:
one size does NOT fit all    Link others, link often

MUST develop strategy       Be patient

Tools are...
There is no such thing
as a “social media
expert.”

Period.
by Stacy Lukasavitz
TDR Communications, LLC
http://www.thatdamnredhead.net
stacy@thatdamnredhead.net
Twitter: @damnredhead...
Credits
Spine illustration: Discovery Education’s Clip Art Gallery http://school.discoveryeducation.com/clipart/clip/backb...
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
The Social Media Spine: Building the backbone to your online presence
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The Social Media Spine: Building the backbone to your online presence

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Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.

Published in: Technology, Business

The Social Media Spine: Building the backbone to your online presence

  1. 1. The Social Media Spine: Building the backbone to your online presence Stacy Lukasavitz TDR Communications, LLC http://www.thatdamnredhead.net stacy@thatdamnredhead.net
  2. 2. What is Web 2.0?
  3. 3. What is Web 2.0? Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about companies, Web 2.0 is about communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about wires, Web 2.0 is about wireless Web 1.0 was about owning, Web 2.0 is about sharing Web 1.0 was about Netscape, Web 2.0 is about Google Web 1.0 was about dialup, Web 2.0 is about broadband Via Joe Drumgoole http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
  4. 4. What social media is not:
  5. 5. Advertising.
  6. 6. Just tools.
  7. 7. The be-all, end-all of your marketing needs.
  8. 8. A breeding ground for child molesters.
  9. 9. a fad.
  10. 10. Something just for nerds that has no impact on the rest of the world.
  11. 11. So, what IS social media?
  12. 12. blah quot;. . . shift in how people discover, read, quot;. . . the use of technology and share news and information and combined with social content . . . a fusion of sociology and BLAH interaction to create or co- technology, transforming monologue create valuequot; - John Jantsch (one to many) into dialog (many to many)” - Brian Solis (author, speaker, (Duct Tape Marketing) blah social media pioneer) BLAH quot;. . . a category of BLAH practices, technology, BLAH blah tools, and online sites that blah are based in social relationships, participation, quot;. . . a broad collection of communication tools and and user-generated practices - largely online - that foster the individual contentquot; - Liz Strauss creation and sharing of content, and encourage the (Founder of SOBCon & dialogue around that content at a human level . . . it's originator of Successful & not all encompassing . . . social media is very much Outstanding Blog defined by each person who engages in it, and that program) definition will be different if you’re a business or an blah individual.quot; - Amber Naslund (Altitude Branding founder & community manager at Radian6) BLAH blah
  13. 13. YES.
  14. 14. “It’s people having conversations online.”
  15. 15. These conversations run on: . . . and more!
  16. 16. Shared Characteristics of Social Media: • delivered in a human voice, instead of a corporate or “messaged” one • invites feedback, dialogue, and discussion, whether positive or critical • asks creators to be abundantly forthright about who they are and whose viewpoint they represent (if not their own) • participatory and interactive • main goal is to build relationships and contribute to a larger whole, not push messages or an agenda Per Amber Naslund http://altitudebranding.com/2009/02/your-social-media-questions/
  17. 17. 57% of internet users are now on a social network (these are a couple) Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  18. 18. 78% read blogs (up from 66% in 2007) Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  19. 19. >133,000,000 blogs indexed since 2002 blog search engine Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  20. 20. >70,000,000 videos on YouTube (as of March 2008) Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  21. 21. Video is the quickest growing platform. 2006: 31% 2008: 83%
  22. 22. 22% 55% social network users have installed a widget or application have shared photos 31% 22% have started a blog have shared videos Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  23. 23. Why you should care:
  24. 24. Social media practices are now permeating the entire business world, much like how the internet did in the late ‘90s.
  25. 25. Social networking sites are officially more popular than porn. Reuters, “Porn passed over as web users become social” September 2008
  26. 26. “In 2008, if you’re not on a social networking site, you’re not on the Internet.” Source: IAB Platform Status Report: User generated content, social media, and advertising – an overview, April 2008
  27. 27. Your audience is online and they’re talking about you/your brand/ company/organization.
  28. 28. Ignoring them is the worst thing you can do.
  29. 29. 78% trust recommendations by others vs. 14% trust advertisements Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008
  30. 30. Without an online presence, you can only react, not respond appropriately.
  31. 31. This can get a little overwhelming. Let’s simplify things a bit.
  32. 32. Communication Collaboration Multimedia Entertainment
  33. 33. Differs from Traditional Media? …depends on interactions between people as the discussion and integration of words building shared meaning. …it’s not finite… technology is the conduit Source: Wikipedia
  34. 34. From a business perspective… Traditional Media Social Media Customer Collaborator Talk to Talk with VS Selling Sharing Voice = Company Voice = Citizen Professionally generated User generated content One-sided Multiple opinions
  35. 35. The Bare Bones: What you need to know & where you need to go
  36. 36. Googleability (noun) the ease with which information about a person can be found on an Internet search engine, particularly Google
  37. 37. “If you’re not on the first page of Google, you don’t exist.” - New Media adage
  38. 38. Go to the following URL and make your Google profile: http://google.com/s2/profiles/me
  39. 39. Commonly used social media tools: Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/
  40. 40. Why MySpace is not taken seriously.
  41. 41. You’ll really be considered a “professional,” won’t you?
  42. 42. Microblogging? • brief updates, 140 characters or less (“tweets”) • published online, publicly or privately • submitted via web, IM, text messaging, third- party application
  43. 43. Not ... What are you doing? ... but ... What has your attention?
  44. 44. Why would anybody do this? • increase social, professional networks • find jobs, employees • customer service • news updates • promote projects, interesting articles, others • event coordination • possibilities are ENDLESS
  45. 45. Personal, conversational Headlines, news
  46. 46. Customer Service
  47. 47. True story I know this guy in real life -- through Twitter.
  48. 48. First major news story displaying impact of Twitter: April 25, 2008
  49. 49. The Power of the ReTweet: • communicates ideas, news quickly to mass amounts of people • viral in nature • usually generates followers from one person’s network to another
  50. 50. tweetup n. A real world meeting between two or more people who know each other through the online Twitter service. etymology: twitter + meetup = tweetup
  51. 51. Tweet to your public timeline
  52. 52. reply using @
  53. 53. use “d” to directly/privately message somebody
  54. 54. Many tools to make it easier TweetDeck Twhirl
  55. 55. LOTS-o-services to use: . . .these are just a few.
  56. 56. (Don’t worry, I gave you a cheat sheet.)
  57. 57. The 5 Stages of Acceptance 1. Denial “I think Twitter sounds stupid. Why would anybody care about what other people are doing right now?” 2. Presence “OK, I don’t really get why people love it, but I guess I should at least create an account.” 3. Dumping “I’m on Twitter and I use it for pasting links to my blog posts and pointing people to my press releases.” 4. Conversing “I don’t always post useful stuff, but I do ues Twitter to have authentic 1x1 conversations.” 5. Microblogging “I’m using Twitter to publish useful information that people read AND converse 1x1 authentically.” Originally published on Influential Marketing Blog (http://rohitbhargava.typepad.com)
  58. 58. Brief History: • founded in 2004 by Mark Zuckerberg, was then just for Harvard students • quickly was released to all college students • 2005 opened to high school students, then networks of large employers (Microsoft, Apple, etc.) • 2006 opened to everyone 13+
  59. 59. • > 175 million active users (world’s largest social networking site) • More than half of Facebook users are outside of college • The fastest growing demographic is those 35 years old and older • More than 35 translations available on the site, with more than 60 in development • About 70% of Facebook users are outside the United States
  60. 60. A few features: • connect with family, friends, coworkers • join networks of geography, workplaces, schools • can create groups and “fan pages” • “Friends Lists” privacy settings let you control who sees what in your profile • easily create and promote events, keep track of RSVPs • very compatible with mobile
  61. 61. Big Brands
  62. 62. Small Businesses
  63. 63. Chambers of Commerce
  64. 64. Please note: • Personal profiles are for people, not businesses or brands. • Facebook is not MySpace. • Once you have a personal account, you may set up a “fan page” for your business/brand/whatever you like. • Facebook will suspend business and/or “fake” accounts upon discovery
  65. 65. Sample Event
  66. 66. Go to live Facebook demo?
  67. 67. • world’s largest professional network (>37 million) • business-oriented social networking site • build credibility by getting recommendations from others, answering questions in the “Answers” section • able to see your contacts’ contacts and can help facilitate introductions • employers can list job openings & vet potential applicants • can join discussion groups of professional interest
  68. 68. Go to live LinkedIn demo?
  69. 69. “Facebook reconnects you to your past, LinkedIn connects you to your present, Twitter connects you to your future.” - New Media adage
  70. 70. blog (contraction of weblog) 1. (noun) a website, usually maintained by an individual or business with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. 2. (verb) can also be used as a verb, meaning to maintain or add content to a blog.
  71. 71. Why blog? • showcase your knowledge on a particular subject • build credibility in your field • build relationships off trust • have a dialogue with others on things you are passionate about • practice your writing skills • therapeutic & cheap
  72. 72. • most common blog is personal, diary-form • blogs for marketing/branding/PR purposes in a company are corporate blogs • many focus on certain topic, such as cooking, travel, politics, fashion, music, etc. • best blogging services: WordPress, Typepad (paid), Blogger
  73. 73. Professional/Niche Blog
  74. 74. Personal Blog
  75. 75. RSS Really Simple Syndication or Rich Site Summary • a format for delivering regularly changing web content • Saves time by retrieving all the latest content from sites you normally go to and delivering them all in one place • Subscribe to RSS feeds by the clicking universal orange RSS button (usually in top right corner) • Content (your “feeds”) is read in a Feed Reader • Popular Feed Readers: Google Reader, NetVibes, Yahoo Pipes, Bloglines
  76. 76. Before you start blogging: • Set up a Google Reader account and subscribe to a handful of feeds • Read often and leave thoughtful, constructive comments, avoid being That Guy who says “Hey, check out my blog!” (Nobody likes That Guy.) • Be patient -- blogging is karmic -- if you read others/ participate elsewhere, readers will come to you • Before writing a post, ask yourself “will this be useful, resourceful, and/or interesting to others?” • REMEMBER: blogging is NOT one-way -- it is a conversation between you and your readers • Be sure you can make the commitment to post regularly -- nobody likes an orphaned blog
  77. 77. You’re probably wondering . . . This is a very ballpark range. Everything depends on strategy and effort. Chart courtesy of Beth Kanter http://beth.typepad.com
  78. 78. But . . . just to give you an idea. Chart courtesy of Beth Kanter http://beth.typepad.com
  79. 79. Time commitment for social media marketing Direct correlation between time spent per week and marketers’* experience with social media Beginners: avg. 2 hrs/wk Few months: avg. 10 hrs/wk Few years: avg. 20 hrs/wk *Keep in mind this is for social media marketing, not just run-of-the-mill social media (there’s a difference, but that’s a different seminar), but it gives you an idea, depending on who you are and what your goals are. Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/
  80. 80. The benefits of social media marketing *Keep in mind this is for social media marketing, not just run-of-the-mill social media (there’s a difference, but that’s a different seminar), but it gives you an idea of the potential it has for you as an individual as well. Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/
  81. 81. Apply the W’s WHO are you trying to reach? WHAT are they saying already? (listen) WHERE are they online & WHERE should you be? WHEN will you make time for your social media activities? WHY are you doing this? (goals) HOW will you engage?
  82. 82. Getting Started create your public Google create a blog only if and profile when you’re ready set up Google Alerts on create LinkedIn account, yourself, your company, ask and answer questions your interests on a LinkedIn board sign up for Google join Facebook (if you Reader/iGoogle, subscribe haven’t already), create a to a few feeds group and/or page connect with people that feature your next event have similar interests/are online and invite your in the same field network write a guest blog on a give Twitter a shot, don’t topic on which you’re an give up if it you don’t “get expert it” right away
  83. 83. Things to Remember: one size does NOT fit all Link others, link often MUST develop strategy Be patient Tools are not tactics Be respectful ID goals & work backwards Keep it real Link profiles together Keep content FRESH! Build your network before It’s not a numbers game - you need it quality relationships over quantity Don’t broadcast You don’t have to be everywhere, just where it Listen first, then talk matters to you/your goals
  84. 84. There is no such thing as a “social media expert.” Period.
  85. 85. by Stacy Lukasavitz TDR Communications, LLC http://www.thatdamnredhead.net stacy@thatdamnredhead.net Twitter: @damnredhead 810-599-4813
  86. 86. Credits Spine illustration: Discovery Education’s Clip Art Gallery http://school.discoveryeducation.com/clipart/clip/backbone.html Slide 3: Web 1.0 v. Web 2.0: via Joe Drumgoole http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/ Slide 5: Megaphone: FelipeArte http://www.flickr.com/photos/felipearte/44808639/ Slide 6: Tools: Slambo_42 http://www.flickr.com/photos/slambo_42/2776132553/ Slide 7: Fairy Godmother figurine by Lenox http://www.mistletoenholly.com/lx6130777.html Slide 10: D&D pic: Wil Wheaton http://www.flickr.com/photos/wilwheaton/3347417816/ Slide 12: John Jantsch http://www.ducttapemarketing.com/; Brian Solis: http://www.briansolis.com; Liz Strauss: http://www.successful-blog.com/; Amber Naslund: http://www.altitudebranding.com Slide 14 & 21: LOLcats: http://www.icanhascheezburger.com Slide 15: Word Cloud: http://www.wordle.net Slide 16: Per Amber Naslund http://altitudebranding.com/2009/02/your-social-media-questions/ Slide 17: Collage: Ludwig Gatzke http://www.flickr.com/hotos/stabilo-boss/ Slide 17-22: Stats Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008 Slide 18: Woman Surfing web: tuexperto_com5 http://www.flickr.com/photos/26158685@N04/2798850223/ Slide 24: Pushpins: Erica_Marshall http://www.flickr.com/photos/erica_marshall/2671869408/ Slide 29: Boxing Gloves: KayVee.INC http://www.flickr.com/photos/kayveeinc/2540019625/ Slide 31: Social Media Landscape http://FredCavazza.net Slide 32: Web 2.0 Landscape via Future Exploration Network http://www.futureexploration.net Slide 35 & 36 variation of slides by Caroline Cummings http://www.slideshare.net/carolinec/social-media-overview-1197231 Slides 40 & 41: David Meerman Scott http://www.webinknow.com Slide 42: http://google.com/s2/profiles/me Slide 43, 91, 92: Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/ socialmediamarketing/ Slide 48: Twitter http://www.twitter.com Slide 50 & 51: photos via Getty Images http://www.gettyimages.com Slide 52: Shauna Nicholson @ShaunaN, MLive.com @MLive Slide 53: Jet Blue Airlines @JetBlue, Frank Eliason @ComcastCares Slide 54: David Meerman Scott http://www.webinknow.com; David Murray @DaveMurr Slide 55: quot;Student 'Twitters' his way out of jailquot; http://edition.cnn.com/2008/TECH/04/25/twitter.buck/index.html Slide 56: Originally appeared in “How Twitter Changed My Life” by MinXuan Lee (@audreytan) Slide 58: Photo of myself (@damnredhead) & Scott Monty (@scottmonty) taken by Daniel Eizans (@danieleizans, http://www.danieleizans.com) at Novi Tweetup, January 19, 2009 Slide 62: TweetDeck http://www.tweetdeck.com; Twhirl http://www.twhirl.org Slide 63: 3rd Party Twitter Apps collage by futileboy http://www.flickr.com/photos/futileboy/3026065024/ Slide 65: quot;The 5 Stages of Twitter Acceptancequot; Originally published on Influential Marketing Blog (http://rohitbhargava.typepad.com) Slide 69: Fortune “How Facebook is taking over…” http://budurl.com/FortuneFB Slide 82: http://en.wikipedia.org/wiki/Blog Slide 85: Eric Colburn http://ericcolburn.com/ Slide 86: Tom Whickham http://tomwickham.blogspot.com/ Slide 89 & 90: charts courtesy of Beth Kanter http://beth.typepad.com with special thanks to Mary Ann Chick Whiteside http://www.mcwflint.com

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